Xerox: "Brother Dominic" by Y&R

Xerox revealed a new advertisement – led by a contemporary twist on a beloved commercial – to usher in its next chapter as an $11 billion leader in digital print technology.

The new ad, created by agency Young & Rubicam New York (Y&R NYC), describes Xerox’s focused direction to innovate the way organizations of all sizes communicate, connect and work. Much has changed since Xerox’s “Brother Dominic” debuted 40 years ago in one of the most famous Super Bowl advertisements of all time. But the world’s need to share information has endured. Back then, Brother Dominic turned to the Xerox copier to simply duplicate his manuscripts.

Today, he translates, personalizes and securely shares his creation both physically and digitally across all devices, all over the globe. “The ad is the first manifestation of a new communications platform that will be anchored by the tagline Set the Page Free®,” said Toni Clayton-Hine, chief marketing officer for Xerox. “It offers a nod to Xerox’s heritage, reflects our present and embraces our future by showing how Xerox has evolved to help companies connect both the physical and digital world through personalization, apps, automation, and security.” Roll-out of the Brother Dominic advertisement includes 30- and 60-second television commercials and digital spots beginning in the U.S.

The ads were created by Y&R NY and award-winning director James Rouse, and were inspired by the work of Allen Kay, creative director at Needham who created the original Brother Dominic commercial. 

Advertising Agency: Y&R, New York, USA

Chief Creative Officer: Leslie Sims
Creative Directors: Fern Cohen, Margot Owett
Executive Producer: Mathieu Shrontz, Anna Hashmi, Erica Thompson, Dez Macleod-Veilleux
Associate Producer: Larissa Ananko
Music Producer: Deb Oh, Andy Oskwarek
Account Managing Director: Britta Dahl
Account Director: Seth Galena
Account Supervisor: Arantza Urruchua
Account Executive: Susan Akinyi
Executive Vice President: Chip Walker
Brand Planning: Chip Walker
Production Company: The Corner Shop
Director: James Rouse
Producer: Benji Howell, Jamie Lynn Perritt, Sophie Harrison
Director Of Photography: Joost Van Gelder
Editorial Company: Work Editorial
Editor: Art Jones
Music Company: Woodwork Music
Composer: Joseph Reuben
Postproduction Company: Framestore
Lead Artist: Gigi Ng
Vfx Supervisor: Gigi Ng
VFX Team: Giulia Bartra, Julien Desroches, Liz Yang, Raul Ortego, Matt Pascuzzi, Akira Thompson, Callum McKeveny
Color Correction: Steffan Perry
Audio House: Heard City
Engineer: Eric Warzecha